If you haven’t heard yet, the biggest fashion collaboration of the year is about to go down in just two weeks. I am, of course, talking about the highly anticipated Lanvin for H&M collection. This collection caters to both men and women, with men’s items concentrated on well-tailored suits and women’s on luxurious dresses and chic accessories. What’s even better is that it’s actually affordable for the average consumer.

Prices are set to range from $9.99 to $249.99, which is music to my ears when compared to the usual thousand-dollar price tags that go along with the French label.

Affordable collaborations, such as Lanvin’s, are not unusual. In fact, collaborations have been spreading like wildfire in the fashion community. What used to be considered high-end brands selling out through cheap, mass-produced companies is now thought of as well-respected and innovative business initiatives.

On the one hand, consumers get beautiful clothes for cheap prices, two phrases that don’t usually go together, even during sample sales. On the other, high-end designers who were limited to only the wealthy now have a chance to expand their market, their audiences and, of course, their sales. Fashion partnerships are win-win situations.

The first most recognized partnership is definitely Target Corp.’s Go International. The campaign, which began in 2005, is an initiative to create apparel and accessories for women who want but can’t afford the styles of designer brands.

To reach this seemingly impossible goal, Target managed to partner up with high-end labels to produce a 90-day collection for the average shopper. Top collaborations include Paul & Joe, Proenza Schouler, Richard Chai, Thakoon, Alexander McQueen, Anna Sui, Rodarte, John Paul Gaultier, Zac Posen and Mulberry.

And to celebrate Target’s success with Go International, the company has recently launched the Go International Designers Collaborative, a campaign to give Target newcomers and veterans a chance to experience and relive fashion at its greatest.

‘Beginning March 13, 34 dresses from 17 past collections will go on sale through April 10 at ‘most’ Target stores and Target.com,’ according to The Cut blog on NYMag.com.

Included in the 17 collections are many of the designers previously listed, as well as Luella Bartley, Tara Jarmon, Behnaz Sarfpour, Libertine, Alice Temperley, Erin Featherson, Jovovich-Hawk, Rogan Jonathan Saunders, Tracy Feith and Tucker.

Another successful partnership is Jil Sander’s +J, a joint venture with Japanese brand UNIQLO.

‘+J brings well-made, luxurious and modern design to UNIQLO customers, combining Ms. Jil Sander’s pure aesthetic with UNIQLO’s experience of creating unique, quality and contemporary clothing,’ as described in UNIQLO’s Feb. 28 news release.

With clothing made for both men and women, the +J collection is already in its third year of production and has grown greatly in popularity since. +J is most notable for its minimalist designs, beautifully structured outerwear and affordable pieces that range from $15 to $230.

And if this is the first time you’ve ever heard of either brand, don’t worry — Sander and UNIQLO are set to collaborate until 2013. There’s plenty of time to get well acquainted with +J.

High-end and low-end partnering is truly a match made in fashion heaven. The fact that such collaborations are so normative now shows that fashion is for more than just rich, skinny girls with their noses in the air. It’s become an embracive and beautiful part of our culture. I can only hope fashion continues to step in the right direction, moving forward.

As for me, I’ll be stepping toward the Lanvin for H&M launch, so see you all there!

Vicki Ho is a senior public relations major. Her column appears every Wednesday, and she can be reached at vho@syr.edu.

 

Published on November 9, 2010 at 12:00 pm